D. Use Comparisons - Compare the past to the present. Compare vendor A to vendor B. Compare the present to the future. Mostly compare specific vendors. People want that most!

E. Tell Your Story - People want to to emulate your victories or avoid your defeats.

F. Say the Most Interesting Thing First - People will only listen to all of an extended 3 minute audio if the first 10 seconds starts off with something fairly interesting like, "Here's how we won a $50,000 per month deal away from AT&T that no one expected us to win..."